Social Media Analytics
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Social Media Analytics

on

  • 3,066 views

A look at what social media analytics, KPIs and other insights you should be focusing on to help improve your social media marketing campaigns.

A look at what social media analytics, KPIs and other insights you should be focusing on to help improve your social media marketing campaigns.

Statistics

Views

Total Views
3,066
Views on SlideShare
3,058
Embed Views
8

Actions

Likes
10
Downloads
131
Comments
0

4 Embeds 8

https://twitter.com 4
http://www.twylah.com 2
http://a0.twimg.com 1
http://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Brand mentionsProduct mentionsKeyword mentionsInfluencer mentionsCompetitor mentions
  • What are people saying about you already? Find out with word clouds.
  • Time, money & resources
  • Brand recognition – see word clouds and how they’ve changed.

Social Media Analytics Presentation Transcript

  • 1. Social Media Analytics Taylor Pratt Raven Internet Marketing Tools@RavenPratt | raventools.com/oms
  • 2. What is the ROI of social media?
  • 3. The key to social media success isunderstanding your audience.
  • 4. Don’t get distracted!
  • 5. Nielsen’s State of the Media:The Social Media Reporthttp://raven.im/nielsensm
  • 6. Nearly 4 in 5 active Internet users visitsocial networks and blogs.
  • 7. 70% of active online adult socialnetworkers shop online, 12% morelikely than the average adult user
  • 8. Socially engaged consumers spend 20to 40% more than other customers.
  • 9. 53% of active social networkersfollow a brand.
  • 10. How do consumers access social media? Are you• 97% - Computer ready?• 37% - Mobile Phone• 3% - Gaming Console• 3% - iPad• 2% - Internet-Enabled TV• 2% - E-Reader• 1% - Handheld Music Player
  • 11. What is the ROI of social media?
  • 12. According to Oliver Blanchard, you’reasking the wrong question.
  • 13. What is the ROI of [insert activityhere] in social media? Oliver Blanchard The BrandBuilder Blog Author of Social Media ROI
  • 14. Social Media Marketing Process Discovery Measurement Listening Execution Planning
  • 15. Social Media Marketing ProcessDISCOVERY
  • 16. Start Monitoring Brand [Keyword]Mentions Product Mentions Mentions Competitor Influencer Mentions Mentions
  • 17. What to IdentifySocial NetworksForumsAssociationsKey InfluencersPopular Topics
  • 18. Tools That Can Help $150/mo $775/mo $99/moBased on Usage Free Based on Usage
  • 19. Social Media Marketing ProcessLISTENING
  • 20. Understand your audience!
  • 21. How are your customers using socialmedia?
  • 22. Where are they participating?
  • 23. Do they interact with othercompanies?
  • 24. What are they already saying aboutyou?
  • 25. What is their activity level on eachsocial network?
  • 26. Who are the key influencers on eachnetwork?
  • 27. Save time and money by properlyevaluating potential advocates.
  • 28. Create a Scorecard Customer Advocate Share of Voice Reach Topics Overlap Arachnoids,Peter Parker 5% 50,000 Red Heads, Medium Goblins Tank Tops,Hulk Hogan 2% 25,000 High Weight Lifting Cheesy Poofs,Eric Cartman 12% 120,000 Low Racial Slurs
  • 29. Don’t overlook social media as aproduct innovation hub.
  • 30. Monitor both your brand, yourcompetitors’ brands and keywordmentions for customer pains.
  • 31. Social Media Marketing ProcessPLANNING
  • 32. Step 1: identify your businessobjectives
  • 33. Types of Social Media Goals• Engagement • Customer Support• Brand Recognition • Product• Reach Development• Share of Voice • Brand Sentiment• Sales • Brand Advocates• Brand Loyalty • Brand Trust
  • 34. Get more specific!• Reduction in sales cycles• Reduction in customer support costs• Number of product improvement suggestions from [social network]• Increase in product reviews/ratings• Number of people in [specific location] who follow us on Twitter
  • 35. Other KPIs to Consider• Volume of consumer- • Interaction/engagement created buzz rate• Seasonality of buzz • Number of interactions• Rate of virality • Store locator views• Embeds/installs • Registrations by channel• Increases in searches • User-initiated views• Ranking improvements
  • 36. Step 2: identify your value add
  • 37. Wal-Mart: Low PricesSouthwest Airlines: Freedom Harley Davidson: Rebellion
  • 38. Step 3: define your level ofcommitment
  • 39. Social Media Marketing ProcessEXECUTION
  • 40. How is social media impacting yourother online marketing activities?
  • 41. Social Media Marketing ProcessMEASUREMENT
  • 42. Brand Awareness Brand Share ofRecognition VoiceEngagement Reach
  • 43. To measure Share of Voice comparebrand mentions to competitors.
  • 44. Source: Web Analytics Demystified & Altimeter Grouphttp://bit.ly/pratt1
  • 45. To measure Engagement, measureparticipation.
  • 46. [Social Network] Interactions Engagement = Engagement Total ViewsSource: Web Analytics Demystified & Altimeter Grouphttp://bit.ly/pratt1
  • 47. To measure Reach, compare audienceparticipation to your audience reach.
  • 48. Source: Web Analytics Demystified & Altimeter Grouphttp://bit.ly/pratt1
  • 49. Customer Oriented Goals Customer Brand Sentiment Support Product BrandDevelopment Advocates
  • 50. Measuring Customer SupportReduction in Increase Increase Support Resolution Resolution Costs Rate RateReduction in Improved Leads On-Site Customer Generated Support Satisfaction by Support
  • 51. Measuring Brand SentimentSentiment by volume of posts and impressionsNumber of positive reviews generatedNumber of mentions of your brand’s value addAverage resolution time to reputation crises
  • 52. Measuring Product Innovation Number of new Number of new product ideas product ideas built Traditional R&D time saved research cost savings
  • 53. Measuring the success of your brand advocatesfulfills two goals:1. Provides an understanding of the ROI you receive2. Provides you with data to better incentivize advocates
  • 54. It is okay to reward advocates for theirhard work. Wouldn’t you want to berewarded?
  • 55. Use event tracking in Google Analyticsto quickly assess the virality of yourcontent.
  • 56. http://gaconfig.com
  • 57. The key to successful social mediameasurement is asking questions.
  • 58. Thank You! Taylor Pratt Raven Internet Marketing Tools@RavenPratt | raventools.com/oms